Q&A with Jeanne Hopkins, CMO at Lola.com

Q&A with Jeanne Hopkins, CMO at Lola.com
Jeanne Hopkins, CMO at Lola.com has profound expertise in data-driven, high-velocity customer acquisition and marketing organizations and inbound-based lead gen programs to support global demand for high-growth SaaS companies.

Jeanne is also the co-author of "Go Mobile"​, the #1 best-selling mobile marketing book. She has been named to Sales Lead Management Association "Top 50"​ 3 years in a row and "20 Women to Watch" in 2015/14/13 & 2011.

MEDIA 7: What inspired you to get into marketing?
JEANNE HOPKINS:
 After graduation, I took my first job in the accounting department at Baystate Medical Center. At my annual review, I was told that I was too “noisy” for an accounting department. I went on to work at Milton Bradley Company’s in-house advertising agency, MB Communications, as editor of their in-house newspaper, and later recruited to LEGO Systems to do marketing programs. I found myself at a self-funded start-up tech company in 2000, where I was running an inside sales team and building digital properties to generate leads. I moved into software, digital marketing, and lead generation at companies like MarketingSherpa, then HubSpot, SmartBear, Ipswitch (now Progress Software) – it’s all been a fantastic journey.

M7: How is agile technology transforming corporate travel around the globe?
JH:
Small and mid-sized businesses have to be fast and efficient amidst growth, and booking, re-booking, and managing business travel can seriously impede efficiency and productivity. Finance teams are trying to manage, control, and get visibility into expenditures. Travelers are trying to do their jobs and don’t have time for expense reports. And travel arrangers (executive assistants and office admins) have plenty on their plates. Finally, there are tools that are addressing these direct needs at small and mid-sized businesses. Consumers have had the ease of booking travel through sites like Kayak and big businesses can afford the services and fees associated with high-end travel agencies. But the middle segment has been left out. Now, agile tools like Lola.com are making it really easy for corporate travelers to book, re-book, and take the task of expense reports off the table. And finance teams are able to set up travel policies in minutes, and easily manage, control, and get visibility into expenditures. The corporate travel market is huge, and agile technology is making it much easier for travelers and companies all-around.


"The corporate travel market is huge, and agile technology is making it much easier for travelers and companies all-around."

M7: How does Lola.com ensure a hassle-free modern business travel experience with transparent spending for its customers / business travelers?
JH:
It’s a simple super app to use. For travelers, it has a large inventory of flights and hotels that allows users to avoid having to go between tabs or other sites to compare fares, and it saves preferences, loyalty programs, and payment options in the same place. Traveler profiles are automatically stored so users can book with one click, and the 24/7 support team ensures easy booking and re-booking due to delays and cancellations. Seriously, when someone is in the air, missing their connection due to a delay, many times, Lola.com support has them re-booked on another flight before they land.

For finance personnel, a corporate travel policy can be set up in five minutes for more control over spending, and employees automatically know what they are allowed to book. Takes the guesswork out of the booking process. All data resides in one place so there is complete visibility into travel spend. And we integrate with other tools like Expensify – receipts are automatically sent to Expensify for easy expense tracking and reporting. No messing with receipts (or missing receipts either).


"For finance personnel, a corporate travel policy can be set up in five minutes for more control over spending, and employees automatically know what they are allowed to book."

M7: What trends do you foresee in the ‘Travel & Expense Software Market’ in future?
JH:
Certainly, we are seeing “Bleisure” travel on the rise – those looking to combine business travel with leisure time. Busy people who travel with their jobs want to get the most out a business trip, and many times, even look to extend a business trip last minute to enjoy the area or do something in particular. So companies are looking for faster, agile tools that can respond to quick changes in plans. Companies are also focusing more on keeping their travelers happy and productive on the road, and don’t want them to get caught up in the red tape of corporate travel. So, the trend is simple, faster, more agile tools to make arranging and managing travel a great experience for all.

M7: As the co-author of ‘Go Mobile’, what tactics do you believe modern marketers must focus for successful mobile media marketing campaigns?
JH:  
That book was launched in 2012 and was probably ahead of its time. While at HubSpot seven years ago, I saw the growing influence of mobile search on our blog and website and wanted to make sure we recognized its impact. Today, marketers know that Google prioritizes mobile search and it is imperative to truly understand the need for content that can be delivered in a mobile setting. The ability to auto-fill a form is critical now. The ability to read your email and respond is imperative now. The ability to print from your phone is important - whether an eBook, a recipe or instructions. Your mobile device is your computer now. It wasn’t perceived as that urgent a requirement until 18-24 months ago.


"Companies are focusing more on keeping their travelers happy and productive on the road, and don’t want them to get caught up in the red tape of corporate travel. So, the trend is simple, faster, more agile tools to make arranging and managing travel a great experience for all."

M7: What is your favorite part of working at Lola.com?
JH:
The people. Transparently, everyone really values working alongside each other – all smart, motivated, driven, fun teammates who want to make Lola.com the best workplace ever.  I take a quote from Netflix on how I feel, “Loosely coupled yet tightly aligned.”

M7: What is your superpower or spirit animal?
JH:
 GSD. I just like to get stuff done. I use lists, reminders, notes, etc. to try and stay on top of all that needs to be done. More than anything, I want my team and the company to be successful. I enjoy working, and I enjoy success and - most of all - I enjoy making mistakes and sharing what I did so that others realize that you won’t die from a typo. It’s all fun and I enjoy laughing most of all (remember, I am a loud individual).

ABOUT LOLA.COM

Lola.com makes Agile Travel Management real by providing a super simple way to manage, book and report on business travel, saving employers and travelers time and money. Happy employee travel experiences within a policy can be set up in five minutes. Lola.com uses machine learning and 24/7 support to help travelers easily book trips, while empowering managers to create policies, view budgets and expenditures, and monitor their globetrotting team efficiently. Based in Boston, the company was founded in 2015 by Paul English, co-founder of the travel booking site KAYAK, and is led by CEO Mike Volpe, previously CMO at HubSpot. For more information, connect on LinkedIn, Twitter, Instagram and Facebook.

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"Our partnership with GSI and SaskPower will bring great opportunities for Ocean Man First Nation, including employment and revenue that will provide stability and sustainability for our Band," said Chief Connie Big Eagle, Ocean Man First Nation. "We are proud that this project, which is able to generate clean power, will be known as Iyuhána Solar, which, in Nakotah translates to 'everyone' or 'all of us.' This is derived from our Nakotah belief that everyone and everything is related and therefore we must care for each other." While investment in renewable energy grows across Canada, Saskatchewan's clean power supply mix has predominantly consisted of hydro and wind. This is the first of many planned solar projects in the province; by 2035, SaskPower plans to support approximately 3000 MW of new renewable energy capacity in the region. "This new solar facility will play an important role in our path to net-zero by 2050 or sooner," said Rupen Pandya, SaskPower President and CEO. "We are proud of our ongoing collaboration with Indigenous peoples and the critical role they are playing in the successful expansion of renewable energy in our province." GSI is one of four renewable energy subsidiaries of Libra Group, a privately owned, global business group that encompasses 20 businesses in six sectors, including renewable energy, maritime, aerospace and more. The Group's renewable energy portfolio encompasses approximately 3.5 gigawatts (GW) of projects owned, developed, or pending development in 10 countries, including solar, wind, battery storage, and waste-to energy projects. This is the second partnership with an indigenous community led by a Libra Group subsidiary. "Libra Group is proud of this novel partnership, which has come together through shared values and a commitment to driving economic growth and positive outcomes for communities," said Libra Group's CEO Manos Kouligkas. "Sustainability is core to our global business, and we look forward to continuing to leverage synergies across our six sectors in 60 countries with agility and impact." Last year, GSI acquired Saturn Power Inc.'s solar and battery development portfolios, including its team of seasoned developers and an approximate 1.4-gigawatt (GW) pipeline of early- to late-stage solar and energy storage projects. Today, GSI has a footprint across Canada and in 12 U.S. states. About Greenwood Sustainable Infrastructure Greenwood Sustainable Infrastructure (GSI) is one of the clean energy subsidiaries of Libra Group. GSI is a renewable energy company focused on the development, construction, and operation of distributed generation and utility-scale solar energy and battery storage projects in North America. As of January 2024, the company developed approximately 388 MW DC across 71 renewable energy projects, many of which are still owned or operated by GSI and have an additional project pipeline of 1.6 GW. GSI's seasoned team has a proven track record of investing in power assets and partnering with multiple top-tiered investors. For more information on Greenwood Sustainable Infrastructure (GSI), visit: http://www.greenwoodinfra.com/ About Ocean Man First Nation The Ocean Man First Nation is a Nakota, Cree, and Saulteaux Band Government in southeast Saskatchewan. OMFN is led by Chief Connie Big Eagle & Council and features a population of 565 members. Ocean Man First Nation created a renewable energy company in 2019 called Second Wind Power. The name Second Wind Power reflects Ocean Man First Nation's history of relocating, re-establishing and starting over as a new community since 1989. About Libra Group Libra Group is a privately owned, global business group encompassing 20 businesses predominately focused on aerospace, renewable energy, maritime, real estate, hospitality, and diversified investments. With assets and operations in nearly 60 countries, the Group applies the strength of its global network and capabilities to deliver cross-sector insights and growth at scale.

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